Social platforms offer a highly valuable snapshot of your brand and products health. From prospects to leads, from customers to employees - including enthusiasts and evangelists as well as haters and trolls - the full range of users that learn and interact with your social channels are continuously shaping your brand equity. What are you looking at to measure and improve your campaign performance? Looking at the right KPIs, beyond the usual suspects, and thinking of social channels not just as broadcast, amplifier or communication tools, but also as customer feedback and market research platform gives valuable information to improve communication (content, tone of voice, style) and the product portfolio - or at least its perception. During the presentation, we'll look at how to build a social performance dashboard with actionable insights, easy to understand by different stakeholders. With some little hacks to your dataset, it is possible to explore performance under different points of view, going beyond the usual metrics, by creating new ones and adding more meaning and context to your social media analysis.

1. Paolo Margari
Digital Strategist
Social Media Manager @ SWIFT
Enhanceyour
socialmedia dataset
tobuildinsightfulkpi’s

2. The global provider of secure financial messaging services
(have you ever made a bank transfer abroad?)
Socialmedia manager@swift
Stuff from my past life
(still useful nowadays)
pHDECONOMICGEOGRAPHY
● In the last 15 years work at British Council (Italy, UK, EU),
ManpowerGroup, Conversion Talent (now Ariad),
MyMicroInvest (now Spreds) and other clients/employers
● UX certification by Nielsen Norman Group
● Google Ads certification - to renew :)
● Facebook Blueprint
● SEMRush (SEO)
Digitalmarketing
Digitalpedigree
@paolomargari

3. “Entities should not be multiplied
without necessity.”
—WilliamofOckham(1287–1347)
Occam’srazor

4. CORE PRINCIPLES TO GET BETTER RESULTS
● ANALYTICS SHOULD BE THE FOUNDATION OF ANY DIGITAL MARKETER
● SIMPLIFY, CUTTING OFF WHAT’S IRRELEVANT (REPORTS, MEETINGS, CALLS, SLIDES)
● MOVE FROM MEANINGLESS TO MEANINGFUL KPI’S
● GO BEYOND STANDARD METRICS
● BEAT COMPETITORS (ALSO) IN TERMS OF KNOWLEDGE
● TEST, TRACK, OBSERVE, LEARN AND TAKE ACTION TO IMPROVE PERFORMANCE

5. AREYOU
STARVING
FORMEANINGFUL
KPI’S?

6. Toneofvoice
ContentlengtH
What’s the most engaging length-range of a
post?
Are you testing different styles?
Today’smenu
Funnelstage
product
What product drives more engagement?
Which stage of the funnel is the most
successful?
Youwon’tgetthisinformationthroughstandardreports

7. Today we use LinkedIn raw data.
Googlesheets
The place where to prepare and enrich your
dataset.
people
You and your stakeholders - without people,
and their consequent understanding and
actions, the entire exercise is pointless.
Visualize your KPIs and don’t forget: less is more.
INGREDIENTS
Googledata studio
Socialmedia platforms
FREE

8. From social media
platforms
Your visualisation
playground
Build a meaningful
measurement plan
Create your dataset
Analyse, learn,
disseminate, take action
Categorise the items in
the dataset
01
05
03
02
06
04
EXTRACT
RAWDATA
Linktogoogle
data studio
Defineyour
goals
action!
Enrichyour
dataset
Importon
googlesheets
recipe

9. EXTRACT RAW DATA FROM
A SOCIAL MEDIA PLATFORM
In this case a LinkedIn Page

10. ● IMPORT METRICS ON GOOGLE SHEETS
● ENRICH THE DATASET WITH CUSTOM PREDEFINED CATEGORIES

11. A fictional story on Google Data Studio: data have been altered, but the dashboard is real.

13. Behind the scenes

14. WATCH OUT!
A HIGH ENGAGEMENT RATE DOES NOT ALWAYS MEAN SUCCESS
(BUT HELP TO INCREASE MORE USERS ORGANICALLY = SOCIAL REACH)
● COMMENTS: THEY CAN BE NEGATIVE (MONITOR AND REPLY)
● CLICKS: FOR POSTS WITH MANY IMAGES IT CAN BE NORMAL
● CLICKS TO LINK: WHAT’S THE BOUNCE RATE ON THE LANDING PAGE?
● VIDEO VIEWS: WHAT’S THE COMPLETION RATE?
● SHARES: ARE YOU RUNNING ANY AMBASSADOR PROGRAMME OR IS A SPECIFIC
DEPARTMENT MORE ENTHUSIAST THAN OTHERS?
● LIKES: ARE THEY NEGATIVE? (ON FACEBOOK SAD OR LAUGH EMOTICONS)

15. ANYQUESTIONS?

16. CREDITS: This presentation template was created by Slidesgo,
including icons by Flaticon, and infographics & images by
Freepik.
THANKS
Get in touch!
paolomargari.eu
@paolomargari